When it comes to the Winter Olympics competition, the most exciting game for the audience, short track speed skating is one of them. The short track speed Footaction Promotion Codes skating athletes competed on the ice rink. In the end, the flashing speed of the flashlight is often only between a few millimeters. There are many factors that determine the success or failure. In this, the short track speed skating athletes A jersey plays an important role. This issue of [Winter Startup] will show you the Anta Black Technology hidden under the short track shirt!

The clock dialed back to February 22, 2018. Chinese short-track speed skating player Wu Dajing took the absolute advantage for the Chinese sports delegation to win the gold medal at the PyeongChang Winter Olympics, along with Wu Dajing standing at the top of the PyeongChang Winter Olympics. The podium also includes the short track speed skating competition suit “Lei Star” independently developed by the national brand Anta.

"Thunder" represents the speed, strength and speed, and the combination of short track speed skating can be said to complement each other. This "ISPO Global Design Award" won the world-recognized and praised competitions designed and produced by Anta. It is the world's lightest and most breathable speed skating competition. The material uses a special yarn (Dyneema) that is 15 times stronger than the steel wire, which is 30% lighter than nylon. It breaks through the weight of traditional cutting materials, poor elasticity, no color and other limitations, and the cutting resistance is greater than the ISU standard.

The previous short-track speed skating clothing only applied partial cutting-proof materials in the key artery of the human body, and it adopts double-layer structure, but Anta's newly developed short-track speed skating competition suit is on the fabric, design and layout. Both have made huge breakthroughs. It not only provides comprehensive protection against cutting, but also protects the athlete's body. It only uses a single layer of fabric to reduce the weight of the garment. 3D draping reduces the resistance to exercise and helps the athletes to play better.

The black-tech "Thunder Star" in the eyes of the short track speed skating world champion Han Tianyu means more. The danger of short track speed skating competition is self-evident. Sharp ice skates are a huge threat to high-speed taxiing athletes, and the new cutting-proof materials of "Thunder Star" give athletes great protection. "The Thunder Star is for me, just like my comrades-in-arms, close and tacit, and with the help of me, while giving me protection, I feel safe."

At the same time, the design of the Thunder Star is also ingenious, becoming a bright sight on the Pyeongchang Winter Olympics. The design concept of "Thunder Star" is derived from the Chinese five-star red flag element. Combining the concept of speed sensation in the short-track speed skating movement, it adopts the linear art of the five-star, and uses the bronzing process to make the five-star more shining, so that it is on the field. The lights are even more dazzling.

As the official partner of the Beijing 2022 Winter Olympics and the Winter Paralympic Games, the national brand Anta has always made unremitting efforts on the Chinese ice and snow sports and ice and snow industry. In the ANTA Sports Science Laboratory, countless big data information and test samples show the importance of sports equipment to sports. Anta develops and manufactures sports equipment that is more suitable for the general public through data analysis of competitive sports. Under the escort of Black Technology, Anta is looking forward to being able to help China's Winter Olympics again and shine in the 2022 Winter Olympics.

It was originally thought that there was no new round of global financial crisis in 2018, and the fashion industry could develop steadily. However, the global situation in the past year has been obvious to all. The Sino-US trade war, the Brexit, the Italian debt crisis, the French yellow vest movement, the German political turmoil...

The original harmonious globalization pattern was blocked by the high walls of various nationalisms, and social media has completely docked our food and Dacozclothing. In this situation, the fashion industry is destined to enter a new stage of development.

Looking back, many people have been missing the 1980s and 1990s. Fashion designers represented by Alexander McQueen, John Galliano, and Tom Ford have been competing with their talented works on the T stage. Their identity is like this. Superstars generally shine.

After the disintegration of the Soviet Union in 1991, the Cold War immediately ended. Since then, the US-led free trade has been attacked across the globe. When China joined the WTO in 2001, the global free trade integration pattern has gradually improved. With the rapid changes in mass communication methods, especially after the Internet began to spread around the world in the millennium, fashion brands quickly expanded their global visibility with the power of capital and technology. Since then, fashion has truly become a common topic in the world.

After the global financial crisis in 2008, globalization fashion entered an inflection point. After that, emerging market countries led by China became the growth ground of the fashion industry. Ten years later, when time came to 2019, in a post-global era that was shackled by nationalism and social media, where would the fashion industry go?

01 consumption landscape

What are the common characteristics of fashion brands and designers who have been popular in recent years, from Vetements to Gucci to Virgil Abloh?

The elements that appear in their costumes are basically borrowed/approached. The creators and wearers do not need any maverick declarations and gestures to make themselves behave very personally, because the elements that are familiar to them are interpreted. There is a new era of self-explanatory significance. As for the meaning itself is vulgar, or cool, it does not matter, because the reinterpreted behavior is the meaning itself.

As a result, more and more brands have embarked on this path – by borrowing/appropriating a set of well-known elements, shaping a rationalized contemporary concept, interpreting a popular and entertaining image, and ultimately harvesting a happy consumer landscape.

This logic is not new, but more and more in recent years, giving people a sense of appreciation that everyone is borrowing/appropriating. To some extent, this situation is the result of consumption counterattacks.

As we all know, fashion consumption is driven by the fashion trend. In the past, a genius idea of fashion designers can trigger a wave of fashion through the division of labor in the industry system. Today, social media, where everyone participates, makes traffic the number one factor in fashion trends.

As a result, advocating innovation is very out of place, the only difference is the level of borrowing/appropriation.

The actual case is in sight.

On December 5th, 2018, Chanel held the 2019 early autumn fashion show at the Metropolitan Museum of Art in New York. The show was held at the Temple of Tanjung, and Lafayette Karl Lagerfeld borrowed the ancient Egyptian legacy to create a classic image of Chanel.

Chanel is still the Chanel, and the heavy ancient Egyptian legacy is just a foil, which is the borrowing/appropriation height that any younger designer can't match. It's no wonder that Lafayette Karl Lagerfeld is very proud of the interview with New York magazine after the show. It is said that fashion designers have revived old brands in recent years, some of them are not good, and he is more fortunate. The boss has always let him do what he wants.

If you look back at the fashion show that Chanel has launched in the past, you can see that Lafayette has a deep insight into the era. He feeds people's thoughts about the times to the show and internalizes them into the brand image.

Not everyone can be as skilled as Lafayette. A more direct and effective way is to borrow/approach a cultural symbol with a wide range of recognition.

On November 27, 2018, Dior Men held the 2019 early autumn show in Tokyo, Japan. Designer Kim Jones commissioned Japanese art master Hajime Sorayama to create a huge metal robot sculpture in the center of the T-stage. Metallized clothing, as well as cherry blossom patterns, give a sense of deja vu.

As early as 2003, Louis Vuitton, led by Marc Jacobs, and the Japanese art master Murakami, combined the classic cartoon characters created by the artist with the cherry blossom pattern and the LV embossed letters, and applied them to the handbags. Fifteen years later, Kim Jones was selected by the LVMH Group from Louis Vuitton to Dior Men, almost a re-appreciation.

Surreal romanticism in Japanese pop culture has been a common memory of generations from generation to generation in the 1980s. Kim Jones, born in 1979, grew up in the 1980s and 1990s. It is the time when Japanese design and Japanese culture are popular all over the world. It is not difficult to explain that he can introduce it into the new shape of Dior Men so well and finally transform. For real consumption.

This logic is also applicable to the new Celine and the new Burberry.

The new Celine's first season work by Hedi Slimane was seen as a reinvention of his previous work during Dior Homme and YSL. The new Burberry selection led by Riccardo Tisci and the Vivian Westwood collaboration also evoke memories of the iconic punk spirit of Xipo.

It also works on Calvin Klein and Raf Simons.

Raf Simons's new American dream for Calvin Klein is as far-fetched as the framework of the American gold rush in the mid-19th century, combined with the work of some niche artists, to make the public feel empathy. Coupled with the precarious status of the United States as a parent of the world, it is not enough to support the effective export of the American dream on a global scale. Therefore, in the face of a strong European brand, the same price of clothing, naturally not Calvin Klein was consumed, and eventually the two sides broke down at the end of last year.

There is also Prada, which does not take the usual path. The brand soul character MiuMiuccia Prada borrows/appropriates more complicated. She internalizes interdisciplinary languages such as art, architecture, film and literature into brand genes and builds a strong brand. Cultural magnetic field.

It is not difficult to see that fashion brands borrow / misappropriate some symbols with common memory, through the holding of large-scale promotional activities, such as fashion shows, art exhibitions, or the launch of cross-border joint series, capsule series, the purpose is to maintain their high prices. At the same time, the label can make its own image have a wide range of popular cultural attributes like Disney and Coca-Cola, and eventually attract more people to join the consumer army.

Having said that, looking back at China's local fashion brands, it is not difficult to find that the 2018 red-hot brands such as Peacebird and Li Ning are insightful or misunderstood and have shaped and shaped the consumption landscape of the post-global era.

02 value update

In 2018, there were two big rumors in the fashion industry. First, Karl Lagerfeld was retired from Chanel numerous times. Second, the American version of VOGUE editor Anna Wintour was sent away many times.

Although the brands they have worked on have been smashed, the public is concerned about them. It’s not that the people who eat melons are not too big, but because of the alliance of fashion brands and fashion magazines, if they lack the two souls. Whether there is still a need to exist.

Over the past few decades, Karl Lagerfeld and Anna Wintour have gathered the best talents and business resources in the fashion industry. They are the existence of spiritual leaders and mascots in the business. The past has always involved the direction of the industry.

Social media has caused the original value system to fall apart. Nowadays, traffic data is driving the trend of the fashion industry. Authority has become meaningless, and data has become the authority of the new era. As a result, the community of destiny built between fashion brands and fashion media has reached a more pragmatic stage of value identification.

Looking at the larger dimension, in the post-global era, fashion brands that have consistently copied and advertised the global context in the world, facing the high nationalism of each regional market, also need to show a more pragmatic attitude in value identification.

As far as the Chinese market is concerned, from special ambassadors to wholesale ambassadors, after the precipitation of time, the 2018 traffic game has come to an end. European and American fashion brands urgently need to explore a unique Chinese local value identification system in 2019, not just Just treat China as a simple consumer market.

Obviously, the Spring Festival in 2019 is a big test. The various theme items and related promotion activities of the Year of the Pig have come out one after another, and we can see the degree of intention of each brand for the Chinese market.

Recently, the Burberry 2019 Chinese New Year Lunar New Year advertising image has been controversial, which has highlighted many value contradictions.

Inviting Zhao Wei and Zhou Dongyu to appear as two star-rated stars, Burberry can not be said to not pay attention to the Chinese market, but the image of the two in the blockbuster is seriously distorted, another family photo, not only the photo background is unacceptable, the family Membership is also confusing.

In theory, how to shoot a large film, how to deal with it in the later stage, the brand has its own plans, it does not matter that others are pointing, and may have foreseen various negative evaluations in advance.

The reaction of eating the melons and the masses can't stand it, and naturally ignore it before, and now it has become a hot topic of public discussion, and the situation becomes complicated. To put it simply, this is the difference between the aesthetic differences and cognition of the two sides. From a complex point of view, although the negative topic has traffic and attention, it will also affect the brand image and sales of single products, how to choose and test the mind.

On the other hand, value recognition is also reflected in the universal values. For now, the biggest problem in the fashion industry is overcapacity: Nearly 3/5 of the world's garments are produced and will enter incinerators or landfills within one year; more than 8% of global greenhouse gas emissions come from clothing and Footwear industry; about 20% to 25% of the world's chemical compounds are used in the textile industry.

Therefore, a new round of value renewal is needed between fashion and environmental protection and humanitarianism.

In the past few years, in order to attract young people - the attention of the global fashion consumer main force, several brands have announced the abandonment of natural fur, which is the value update of the fashion industry from the inside.

For example, Chanel announced the abandonment of natural fur last year, followed by the 2019 early autumn fashion collection, the biggest attraction is fake fur. The effect of alligators and pythons in some show styles is made of artificial leather and even has a scaly glitter effect.

It can be seen that the value update is not a pretense, but a real measure that is not a false one, and it is related to the details of fashion consumption.

03 data nuggets

Fashion brands have figured out the consumer psychology and value orientation from the consumer side. Is it possible to go all the way and go forward? Of course, it is necessary to use scientific methods for data screening and analysis.

For example, economic data has a lot to do with the pricing strategy of the fashion brand and the location of the store.

Prada Group owner Patrizio Bertelli has publicly stated that the Asian financial turmoil in 1998 caused his company to lose one-third of its revenue in Asia, but the Japanese market's income just offset. Because Japan is a developed country, Japanese people used to travel abroad for tourism. After the economic recession, the number of people who traveled abroad decreased, and consumption stayed in the country.

This economic data-based consumption logic has been staged in many regional markets. One of the references is that VOGUE magazine has chosen to launch a new issue in a certain country or region.

E-commerce is also an excellent window. In 2018, the attitudes of major brands towards e-commerce have changed a lot. There are more and more fashion brands queued to Tmall and build e-commerce. Chanel has invested in Farfetch, a well-known fashion e-commerce platform. Kaiyun Group announced that it will be in 2020. Before setting up a self-operated e-commerce.

From the perspective of traditional retail, this is a new round of channel warfare for fashion brands in the Internet field. From a technical point of view, this is the beginning of a new round of data warfare.

Because there is a fact in front of you, each family is making a fuss about retail, who controls the business line long enough, and who will win in the future will be bigger. Social media, e-commerce, and mobile payments have revolutionized retail-related transactions, transportation, communications, and payments, and are based on data interaction, mutual optimization, and even the most critical design and innovation.

To put it simply, the fashion industry, which has always been driven by products, will gradually shift to data-driven. This is actually a concept of an industrial Internet. For the traditional fashion industry, it takes a long time to go through every link through network means and data mining.

But there is no doubt that the data is new oil, new gold mines, who can take the lead, who can win in the future.

2019 Where will the fashion industry go?

It was originally thought that there was no new round of global financial crisis in 2018, and the fashion industry could develop steadily. However, the global situation in the past year has been obvious to all. The Sino-US trade war, the Brexit, the Italian debt crisis, the French yellow vest movement, the German political turmoil...The original harmonious globalization pattern was blocked by the high walls of various nationalisms, and social media has completely docked our food and clothing. In this situation, the fashion industry is destined to enter a new stage of development.

Looking back, many people have been missing the 1980s and 1990s. Fashion designers represented by Alexander McQueen, John Galliano, and Tom Ford have been competing with their talented works on the T stage. Their identity is like this. Superstars generally shine.

After the disintegration of the Soviet Union in 1991, the Cold War immediately ended. Since then, the US-led free trade has been attacked across the globe. When China joined the WTO in 2001, the global free trade integration pattern has gradually improved. With the rapid changes in mass communication methods, especially after the Internet began to spread around the world in the millennium, fashion brands quickly expanded their global visibility with the power of capital and technology. Since then, fashion has truly become a common topic in the world.

After the global financial crisis in 2008, globalization fashion entered an inflection point. After that, emerging market countries led by China became the growth ground of the fashion industry. Ten years later, when time came to 2019, in a post-global era that was shackled by nationalism and social media, where would the fashion industry go?

01 consumption landscape

What are the common characteristics of fashion brands and designers who have been popular in recent years, from Vetements to Gucci to Virgil Abloh?

The elements that appear in their costumes are basically borrowed/approached. The creators and wearers do not need any maverick declarations and gestures to make themselves behave very personally, because the elements that are familiar to them are interpreted. There is a new era of self-explanatory significance. As for the meaning itself is vulgar, or cool, it does not matter, because the reinterpreted behavior is the meaning itself.

As a result, more and more brands have embarked on this path – by borrowing/appropriating a set of well-known elements, shaping a rationalized contemporary concept, interpreting a popular and entertaining image, and ultimately harvesting a happy consumer landscape.

This logic is not new, but more and more in recent years, giving people a sense of appreciation that everyone is borrowing/appropriating. To some extent, this situation is the result of consumption counterattacks.As we all know, fashion consumption is driven by the fashion trend. In the past, a genius idea of fashion designers can trigger a wave of fashion through the division of labor in the industry system. Today, social media, where everyone participates, makes traffic the number one factor in fashion trends.

As a result, advocating innovation is very out of place, the only difference is the level of borrowing/appropriation.The actual case is in sight.

On December 5th, 2018, Chanel held the 2019 early autumn fashion show at the Metropolitan Museum of Art in New York. The show was held at the Temple of Tanjung, and Lafayette Karl Lagerfeld borrowed the ancient Egyptian legacy to create a classic image of Chanel.

Chanel is still the Chanel, and the heavy ancient Egyptian legacy is just a foil, which is the borrowing/appropriation height that any younger designer can't match. It's no wonder that Lafayette Karl Lagerfeld is very proud of the interview with New York magazine after the show. It is said that fashion designers have revived old brands in recent years, some of them are not good, and he is more fortunate. The boss has always let him do what he wants.If you look back at the fashion show that Chanel has launched in the past, you can see that Lafayette has a deep insight into the era. He feeds people's thoughts about the times to the show and internalizes them into the brand image. .Not everyone can be as skilled as Lafayette. A more direct and effective way is to borrow/approach a cultural symbol with a wide range of recognition.On November 27, 2018, Dior Men held the 2019 early autumn show in Tokyo, Japan. Designer Kim Jones commissioned Japanese art master Hajime Sorayama to create a huge metal robot sculpture in the center of the T-stage. Metallized clothing, as well as cherry blossom patterns, give a sense of deja vu.As early as 2003, Louis Vuitton, led by Marc Jacobs, and the Japanese art master Murakami, combined the classic cartoon characters created by the artist with the cherry blossom pattern and the LV embossed letters, and applied them to the handbags. Fifteen years later, Kim Jones was selected by the LVMH Group from Louis Vuitton to Dior Men, almost a re-appreciation.

Surreal romanticism in Japanese pop culture has been a common memory of generations from generation to generation in the 1980s. Kim Jones, born in 1979, grew up in the 1980s and 1990s. It is the time when Japanese design and Japanese culture are popular all over the world. It is not difficult to explain that he can introduce it into the new shape of Dior Men so well and finally transform. For real consumption.

This logic is also applicable to the new Celine and the new Burberry.

The new Celine's first season work by Hedi Slimane was seen as a reinvention of his previous work during Dior Homme and YSL. The new Burberry selection led by Riccardo Tisci and the Vivian Westwood collaboration also evoke memories of the iconic punk spirit of Xipo.

It also works on Calvin Klein and Raf Simons.

Raf Simons's new American dream for Calvin Klein is as far-fetched as the framework of the American gold rush in the mid-19th century, combined with the work of some niche artists, to make the public feel empathy. Coupled with the precarious status of the United States as a parent of the world, it is not enough to support the effective export of the American dream on a global scale. Therefore, in the face of a strong European brand, the same price of clothing, naturally not Calvin Klein was consumed, and eventually the two sides broke down at the end of last year.There is also Prada, which does not take the usual path. The brand soul character MiuMiuccia Prada borrows/appropriates more complicated. She internalizes interdisciplinary languages such as art, architecture, film and literature into brand genes and builds a strong brand. Cultural magnetic field.It is not difficult to see that fashion brands borrow / misappropriate some symbols with common memory, through the holding of large-scale promotional activities, such as fashion shows, art exhibitions, or the launch of cross-border joint series, capsule series, the purpose is to maintain their high prices. At the same time, the label can make its own image have a wide range of popular cultural attributes like Disney and Coca-Cola, and eventually attract more people to join the consumer army.Having said that, looking back at China's local fashion brands, it is not difficult to find that the 2018 red-hot brands such as Peacebird and Li Ning are insightful or misunderstood and have shaped and shaped the consumption landscape of the post-global era.02 value updateIn 2018, there were two big rumors in the fashion industry. First, Karl Lagerfeld was retired from Chanel numerous times. Second, the American version of VOGUE editor Anna Wintour was sent away many times.Although the brands they have worked on have been smashed, the public is concerned about them. It’s not that the people who eat melons are not too big, but because of the alliance of fashion brands and fashion magazines, if they lack the two souls. Whether there is still a need to exist.Over the past few decades, Karl Lagerfeld and Anna Wintour have gathered the best talents and business resources in the fashion industry. They are the existence of spiritual leaders and mascots in the business. The past has always involved the direction of the industry.Social media has caused the original value system to fall apart. Nowadays, traffic data is driving the trend of the fashion industry. Authority has become meaningless, and data has become the authority of the new era. As a result, the community of destiny built between fashion brands and fashion media has reached a more pragmatic stage of value identification.Looking at the larger dimension, in the post-global era, fashion brands that have consistently copied and advertised the global context in the world, facing the high nationalism of each regional market, also need to show a more pragmatic attitude in value identification. .As far as the Chinese market is concerned, from special ambassadors to wholesale ambassadors, after the precipitation of time, the 2018 traffic game has come to an end. European and American fashion brands urgently need to explore a unique Chinese local value identification system in 2019, not just Just treat China as a simple consumer market.Obviously, the Spring Festival in 2019 is a big test. The various theme items and related promotion activities of the Year of the Pig have come out one after another, and we can see the degree of intention of each brand for the Chinese market.Recently, the Burberry 2019 Chinese New Year Lunar New Year advertising image has been controversial, which has highlighted many value contradictions.Inviting Zhao Wei and Zhou Dongyu to appear as two star-rated stars, Burberry can not be said to not pay attention to the Chinese market, but the image of the two in the blockbuster is seriously distorted, another family photo, not only the photo background is unacceptable, the family Membership is also confusing.In theory, how to shoot a large film, how to deal with it in the later stage, the brand has its own plans, it does not matter that others are pointing, and may have foreseen various negative evaluations in advance.The reaction of eating the melons and the masses can't stand it, and naturally ignore it before, and now it has become a hot topic of public discussion, and the situation becomes complicated. To put it simply, this is the difference between the aesthetic differences and cognition of the two sides. From a complex point of view, although the negative topic has traffic and attention, it will also affect the brand image and sales of single products, how to choose and test the mind.On the other hand, value recognition is also reflected in the universal values. For now, the biggest problem in the fashion industry is overcapacity: Nearly 3/5 of the world's garments are produced and will enter incinerators or landfills within one year; more than 8% of global greenhouse gas emissions come from clothing and Footwear industry; about 20% to 25% of the world's chemical compounds are used in the textile industry.Therefore, a new round of value renewal is needed between fashion and environmental protection and humanitarianism.In the past few years, in order to attract young people - the attention of the global fashion consumer main force, several brands have announced the abandonment of natural fur, which is the value update of the fashion industry from the inside.For example, Chanel announced the abandonment of natural fur last year, followed by the 2019 early autumn fashion collection, the biggest attraction is fake fur. The effect of alligators and pythons in some show styles is made of artificial leather and even has a scaly glitter effect.It can be seen that the value update is not a pretense, but a real measure that is not a false one, and it is related to the details of fashion consumption.03 data nuggetsFashion brands have figured out the consumer psychology and value orientation from the consumer side. Is it possible to go all the way and go forward? Of course, it is necessary to use scientific methods for data screening and analysis.For example, economic data has a lot to do with the pricing strategy of the fashion brand and the location of the store.Prada Group owner Patrizio Bertelli has publicly stated that the Asian financial turmoil in 1998 caused his company to lose one-third of its revenue in Asia, but the Japanese market's income just offset. Because Japan is a developed country, Japanese people used to travel abroad for tourism. After the economic recession, the number of people who traveled abroad decreased, and consumption stayed in the country.

This economic data-based consumption logic has been staged in many regional markets. One of the references is that VOGUE magazine has chosen to launch a new issue in a certain country or region.

E-commerce is also an excellent window. In 2018, the attitudes of major brands towards e-commerce have changed a lot. There are more and more fashion brands queued to Tmall and build e-commerce. Chanel has invested in Farfetch, a well-known fashion e-commerce platform. Kaiyun Group announced that it will be in 2020. Before setting up a self-operated e-commerce.

From the perspective of traditional retail, this is a new round of channel warfare for fashion brands in the Internet field. From a technical point of view, this is the beginning of a new round of data warfare.

Because there is a fact in front of you, each family is making a fuss about retail, who controls the business line long enough, and who will win in the future Romwe Coupon Code will be bigger. Social media, e-commerce, and mobile payments have revolutionized retail-related transactions, transportation, communications, and payments, and are based on data interaction, mutual optimization, and even the most critical design and innovation.

To put it simply, the fashion industry, which has always been driven by products, will gradually shift to data-driven. This is actually a concept of an industrial Internet. For the traditional fashion industry, it takes a long time to go through every link through network means and data mining.

But there is no doubt that the data is new oil, new gold mines, who can take the lead, who can win in the future.

Busen issued an announcement and responded to the Shenzhen Stock Exchange's inquiry about the closure of Macquarie into a strategic investment. For the reasons for the change, Busen said in the announcement that considering the major asset restructuring matters, the review cycle is long and there is a large degree of uncertainty, which is not conducive to the company's cooperation with Macquarie as soon as possible, and can not improve the listed company in the short term. The layout of new retail and new chain integration areas.

The announcement also pointed out that Macquarie has initially formed a brand-new business model with the concept of “Jingdong Unbounded Retail” as its core, supported by “wholesale + retail” and “online + offline”, with the help of operators and Jingdong’s brand strength. , to play its own offline operating advantages. Busen hopes to form a cooperative relationship with Macquarie as soon as possible, and further expand the sales channels of the company's apparel products with the operational advantages of Macquarie in projects such as “Jingdong Home” and “Jingdong Store”. Therefore, Busen Romwe Coupon Code decided to abandon the acquisition of Macquarie and turn into a strategic investment.

According to the financial data of Macquarie disclosed by Busson in 2017, Macquarie’s net profit was 9,886,700 yuan in 2017, and the non-net profit and net profit attributable to the company were 10.724 million yuan. For Busson's acquisition of McCauley's equity price of 200 million yuan, compared with net assets growth of 314.82%, Busen explained that Macquarie is a light asset operating company, the book net assets are less, but the company's profitability is good.

For the reason why Busen acquired the 10% stake in Macquarie and its impact on the company's operations, Busen said in the announcement that the company acquired a 10% stake in Macquarie with a cash of 20 million, which can quickly meet the current business of the listed company. The layout appeals to expand the sales channels of the company's apparel products, while at the same time reducing the risk of acquisition to a certain extent, can protect the interests of all shareholders of the company, and will not have a material adverse impact on the company's production and operation.

It is reported that Macquarie is one of the Dacoz domestic large-scale communication product chain enterprises, and has reached strategic partnership with telecom operators and major brand mobile phone operators. In 2017, the company began to transform into a “new retail” service provider.

]]>Thu Jan 3 12:10:07 2019http://namba.kg/blogs/post.php?id=648592Zara's parent company's revenue increased by 3% in the first three quartershttp://namba.kg/blogs/post.php?id=647992

Zara's parent company Inditex Group announced its first nine months of preliminary performance data on its official website. In the past nine months, the fast fashion giant's revenue increased by 3% to 18.4 billion euros, and net profit increased by 4% to 24%. One hundred million euros. Although the detailed data of the third quarter has not been announced yet, it is known by Dacoz reading the data: Zara led Inditex sales performance to increase 10% from the first nine months of 2016 to 17.96 billion euros; the group's net profit increased to 2.34 billion. The euro, up 6% year-on-year, shows that the downward trend of the Inditex Group's performance has not improved.

In this regard, Inditex Group Chairman and CEO Pablo Isla said in the report that the current retail segment is still complicated, but Inditex has continued to grow with a rich brand matrix. However, the capital market is clearly not satisfied with their current performance level. After the news was issued, the Inditex Group's share price fell on the day.

According to the data, the Inditex Group was founded in 1963 by Amancio Ortega, the richest man in Spain. Its brands include Zara, Bershka, Massimo Dutti, Pull & Bear, etc. The products are mainly concentrated in the fast fashion apparel consumption field.

In recent years, with the continuous turmoil in the global fashion industry and the escalation of consumption, people's demand for clothing quality has increased year by year, and the days of fast fashion giants have become increasingly difficult. Some investment institutions have pointed out that even if Inditex Group has a world-leading supply chain system and fashion production mechanism, it still needs to seek more development opportunities from the perspective of product and service innovation.

The Inditex Group’s recent “recovery of the situation” approach focuses on two main areas:

First, to increase the scale and service of online e-commerce sales methods, in September 2018, Pablo Isla revealed on another occasion that by 2020, Inditex will sell all its brands in the global online channel, including There is no market for physical stores. In addition, in terms of growth rate, Inditex online sales accounted for 10% of the Group's net sales, an increase of 41%, indicating the feasibility of this strategy.

The second is to try to find new opportunities in the new field. In the second half of 2018, Zara launched its first lipstick line and announced its official entry into the beauty industry. According to reports, the series is designed by Max Factor's global chief makeup artist Pat McGrath in combination with Zara2018 autumn and winter collections, made in France. Currently, the series is priced from 7.95 euros to 19.95 euros, and is only available on social media platforms and official websites worldwide. According to industry analysts, compared with clothing, the beauty industry has higher profits. Zara will not be surprised by its breakthrough. However, the competition in the beauty industry is very fierce now. Zara can distinguish the geometry from it. It is an unknown number. Whether their subsequent marketing and marketing measures can keep up.

Zara's parent company's revenue increased by 3% in the first three quarters

Zara's parent company Inditex Group announced its first nine months of preliminary performance data on its official website. In the past nine months, the fast fashion giant's revenue increased by 3% to 18.4 billion euros, and net profit increased by 4% to 24%. One hundred million euros. Although the detailed data of the third quarter has not been announced yet, it is known by reading the data: Zara led Inditex sales performance to increase 10% from the first nine months of 2016 to 17.96 billion euros; the group's net profit increased to 2.34 billion. The euro, up 6% year-on-year, shows that the downward trend of the Inditex Group's performance has not improved.In this regard, Inditex Group Chairman and CEO Pablo Isla said in the report that the current retail segment is still complicated, but Inditex has continued to grow with a rich brand matrix. However, the capital market is clearly not satisfied with their current performance level. After the news was issued, the Inditex Group's share price fell on the day.

According to the data, the Inditex Group was founded in 1963 by Amancio Ortega, the richest man in Spain. Its brands include Zara, Bershka, Massimo Dutti, Pull & Bear, etc. The products are mainly concentrated in the fast fashion apparel consumption field.

In recent years, with the continuous turmoil in the global fashion industry and the escalation of consumption, people's demand for clothing quality has increased year by year, and the days of fast fashion giants have become increasingly difficult. Some investment institutions have pointed out that even if Inditex Group has a world-leading supply chain system and fashion production mechanism, it still needs to seek more development opportunities from the perspective of product and service innovation.

The Inditex Group’s recent “recovery of the situation” approach focuses on two main areas:

First, to increase the scale and service of online e-commerce sales methods, in September 2018, Pablo Isla revealed on another occasion that by 2020, Inditex will sell all its brands in the global online channel, including There is no market for physical stores. In addition, in terms of growth rate, Inditex online sales accounted for 10% of the Group's net sales, an increase of 41%, indicating the feasibility of this strategy.

The second is to try to find new opportunities in the new field. In the second half of 2018, Zara launched its first lipstick line and announced its official entry into the beauty industry. According to reports, the series is designed by Max Factor's global chief makeup artist Pat McGrath in combination with Zara2018 autumn and winter collections, made in France. Currently, the series is priced from 7.95 euros to 19.95 euros, and is only available on social media platforms and official websites worldwide. According to industry analysts, compared with clothing, the beauty industry has higher profits. Zara will not be surprised by its breakthrough. However, the competition in the beauty industry is very fierce now. Zara can distinguish the geometry from it. It is an unknown number. Whether their subsequent marketing and marketing measures can keep up.

Men's luxury brands are highly sought after around the world. The men's collection of the LVMH Group has newly appointed two well-known designers, namely Kim Jones of Dior Men and Virgil Abloh of LV, which further promotes the development of the menswear brand.

But this shift has a deeper meaning. “Men want to have their own style, their own personality, their own style,” said Pietro Beccari, Chairman and CEO of Christian Dior Couture. “In the past decade, personalization has become a trend, and men are paying more and more attention to their style. I believe that the menswear market around the world has matured and this trend Shein Coupons continues to grow.”

Now, Dior Men is taking the opportunity to hold a fashion show in Tokyo. On November 30th, the men's wear conference for early autumn was arranged. In the previous two days, the men's flash shop was unveiled and the 2019 spring and summer series products were released. Japan is the world's third-largest luxury market and the birthplace of Asian men's fashion.

Mario Ortelli, managing partner of consulting firm Ortelli & Co., said that it is logical for men's luxury brands such as Dior Men to shift their focus to Asia, as Asia's demand for high-end menswear is growing and it is more appetizing than anywhere else.

“Especially young consumers in Asia today, their demand for fashionable casual men’s wear is growing,” he said. “High-end fashion brands see Asia as an excellent opportunity for the menswear market and continue to increase marketing efforts in the region. These are no longer a rare event.”

According to Beccari, Dior decided to give a curtain call for the early fall menswear collection. It is intended to show that men's wear is becoming more and more important for the brand. The choice to launch the press conference in Japan is due to Jones' long-term relationship with the country, especially The attraction of those colorful and creative streetwear.

Another important consideration is that Japan has long-term strategic implications for the luxury brand market, including the impact on Chinese consumers who are motivated by the trend and shopping, as well as luxury consumption in Japan.

According to the National Tourism Administration of Japan, more than a quarter of the visitors came from mainland China in September this year. Tourists in Greater China (including Taiwan and Hong Kong) accounted for almost half of all tourists, and the average cost was three times that of tourists from other countries.

At the same time, in addition to the strong domestic demand for luxury goods, Japanese consumers' confidence and retail sales are bright. According to recent research by Leoni Corporate Advisors (LCA), in 2017, Japanese luxury goods industry revenue increased by 4%, most of which was due to increased product categories and retail channels.

“For us, Japan is an important market, and besides it is the center of Asia as a whole,” says Beccari. “Many Chinese travel there; Tokyo is preparing for the Olympics; it’s a vibrant city, especially since the economy is doing well, so I’m happy to agree with Kim’s claim.”

Jones pointed out that the founder Christian Dior is full of love for Japan, and he can get a glimpse of the many collections he has saved. These costumes are seamlessly integrated with his long-standing fascination with the country. Jones borrowed the Japanese elements that were originally used in the women's collection and applied them to men's wear called "modern way."

“He made it according to the various tailoring styles, which is very meaningful for the present (menswear style),” Jones explains. “(Dior) past costumes contain some joyful, inspiring elements and elegant and refined, so I am thinking about more casual cutting and style, because that is the style that menadays love today.”

For decades, Japan has been a pioneer in the trend of menswear and a creator of fashion tastes in the world. In particular, neighborhoods such as Harajuku and Shibuya have become the popular front lines in Asia. At the same time, in many ways, the local menswear brand has become the backbone of the Japanese fashion industry.

Akiko Shinoda, director of international affairs at Japan Fashion Week, said that this development led to the men's show often surpassing the number of women's shows on Amazon Fashion Week Tokyo's official schedule.

She explained: "Whether it is an elegant European suit or a casual American denim, the Japanese men's fashion industry has enthusiastically conducted in-depth research, not only learned a lot from both, but also combined with the original street culture. Developed into a unique high quality menswear fashion circle."

Jones has been in Japan for a long time and believes that this mashup style is the key to the country's unique charm in menswear. He said: "The different levels of design and mix-and-match styles are very interesting. People wearing such clothes are particularly free."

However, the purchasing power of Chinese consumers in Japan may be weakening. Peter Xu, a Chinese fashionista who has long-term cooperation with international luxury brands, believes that young consumers are increasingly looking for fashion inspiration elsewhere in Asia. He said: "Under the influence of South Korea, Japan's influence has gradually narrowed. But some cultures are still attracting attention, such as Yayoi Kausama and Haruki Murakami in the art world."

However, Japan will become an important place for Dacozglobal luxury brands to shop. “Young people are pursuing Off-White and Balenciaga. Recently I went to Tokyo and saw many Chinese children are buying. For them, nowadays, more attention is paid to global fashion style.”

In 1997, a retail entrepreneur named Chip Wilson in British Columbia was uncomfortable. So, he went to yoga classes like millions of other people in the world. In the first training, the most touching thing for Wilson was not the posture, it was the pants. He noticed Newchic Coupon that the yoga instructor wore tight-fitting clothes, reflecting his bodybuilding. Wilson was inspired by the second year that he started running yoga design and fashion business and opened his first store in Vancouver, Lululemon.

Historically, yoga has existed for more than 2,500 years, but from an economic point of view, Chip Wilson's 1997 class may be the most valuable yoga class. Over the past 20 years, Lululemon has set off a global fashion revolution that blurs the line between yoga and sporty clothing and general clothing. According to a survey, the proportion of high-income teenagers who are keen on sports and leisure stores such as Lululemon has increased six-fold in the past 10 years. (Strangely, sportswear is becoming more popular among teenagers, while at the same time, the participation of American teenagers in sports has declined significantly.)

As a person who does not participate in yoga or spinning classes, I have little interest in sportswear. I am a rather boring guy wearing jeans and a shirt. But for years, I have been thinking about what the rise of competitive sports brands tells. Yoga has existed for thousands of years, and elastic fabrics have existed for decades. How can the combination of the two suddenly burst into flames?

Deirdre Clemente, a fashion historian at the University of Nevada Las Vegas, knows it is the result of three long-term trends. First of all, the technological advancement of synthetic fibers makes products such as spandex more advantageous than natural materials. Secondly, modern people's persistence in health appearance makes yoga pants an effective carrier of “conspicuous consumption”. Finally, the fashion and office dress of the yoga studio The blur reflects the long-term decline of American fashion.

For Clemente, the history of sportswear did not begin with Lululemon in the late 20th century, but at the end of the 19th century, when the movement changed the way young people wore – both on the sports field and in the classroom.

In other words, when I asked Clemente to explain the sudden rise of sportswear, I didn't really know the impact of sportswear on the way Americans wore a long-term process. In fact, it is no exaggeration to say that all modern fashion is linked to sports and leisure clothing.

There are two reasons for the change that originated in the late 19th century.

In 1892, the American rubber company began to produce shoes with rubber soles, and the target consumers were athletes. Although the popularity of grass sports and tennis has been declining for decades, almost all of the best-selling shoes in the United States today are sports shoes. Like yoga pants, tennis shoes are also a sport that transcends sports.

Clemente told me that at the same time as the rubber soles were invented, sports began to rise in American universities. However, because there is not enough financial resources or the willingness to buy non-sportswear, many people can only wear sportswear to go to class.

Sportswear first appeared in Europe in the 19th century because they like to hunt or ride horses, but found it difficult to engage in these activities in a suit jacket. Young American students borrowed this style and made some adjustments, sometimes combining sports jackets with unsuitable pants for outdoor sports such as golf.

The "polo shirt" was originally called "tennis shirt". In the 1920s, the Frenchman Rene Lacoste was a Grand Slam tennis champion. He was dissatisfied with the typical long-sleeved sportswear of that era. To make it easier to run on the court, he designed a short-sleeved cotton shirt that unlocked the front part of the button and added a pulped collar to protect the players' necks from the sun. This shirt is very popular, and other companies such as Brooks Brothers in the UK have adopted a similar design for polo players. Today, Americans do not hesitate to use the term "polo shirt" to describe a daily dress, whose origins are like "yoga pants" and can be related to sports.

Clemente wrote in "Dress Casual" that shorts may be the most popular style in sportswear. Shorts were just sportswear at first, but older people were too disgusted with the clothes. In 1930, a group of newspaper editors at Dartmouth College organized a school-wide shorts protest, calling on men to “enjoy the full freedom of the legs,” and later, by the middle of the century. Shorts are almost everywhere on the streets.

Sportswear is equally revolutionary for women. In the past, Europe had to be shackled, East Asia was bound to foot, and a woman’s fashion history was filled with the constraints of male eccentric aesthetics.

For most of the 19th century, female athletes wore long skirts on the court and on the court. Bicycles were popular throughout the country in the 1890s. For women, wearing a long skirt that may be entangled in spokes is difficult and dangerous to ride, which has led to a more reasonable appeal to modern life.

Fashion companies are gradually offering more "dynamic" clothing to young female athletes, including short skirts with button-down tops. More revolutionary is the separate skirts, pants, and even shorts, which allows women to ride bicycles safely. But even in the 1950s, Clemente found that schools such as Pennsylvania State University tried to limit the time and place to wear women's shorts.

The rise of sweatshirts was also related to the campus movement at the end of the 19th century, and it became a popular attire – and cultural critics lamented the popularity of sweatshirts among women. The first modern sportswear (similar to the animal skin that is worn for warmth) is essentially a sweater worn by male athletes of the rowing team or the golf team to sweat and lose weight. On campus, these young men—and soon, young women—may have put on sweaters to show that they are involved in campus sports. However, the sweater is too comfortable, not only limited to sports, so the students began to wear sweaters everywhere. Like the yoga pants of a century later, the use of sweaters is constantly evolving. Initially, it was about sports, but it quickly became an appreciation of an active lifestyle.

Not everyone accepts such a change. In 1936, a columnist in Esquire wrote: "Women wear sports shorts and sweatshirts and run and jump in track and field competitions, not only wasting their time, but also wasting us." Still, In the past 80 years, shorts have become shorter and tighter, as advances in materials such as synthetic fibers have made the pants more flexible and more comfortable.

In the last century, the driving force of Western fashion change was mainly to use clothes designed for an event for other occasions. For decades, Levi Strauss' jeans were mostly worn by men working in factories and farms, but now they are worn by lazy people; watches are invented to keep soldiers punctual during the war, to some extent today. Become a symbol of identity.

After talking to Deirdre Clemente, I opened my closet and saw my three polo shirts, four shorts, two jeans, five sweaters, four pairs of tennis shoes and three sports jackets.

POLO shirts, jeans, tennis shoes: changing American fashion clothingIn 1997, a retail entrepreneur named Chip Wilson in British Columbia was uncomfortable. So, he went to yoga classes like millions of other people in the world. In the first training, the most touching thing for Wilson was not the posture, it was the pants. He noticed that the yoga instructor wore tight-fitting clothes, reflecting his bodybuilding. Wilson was inspired by the second year that he started running yoga design and fashion business and opened his first store in Vancouver, Lululemon.Historically, yoga has existed for more than 2,500 years, but from an economic point of view, Chip Wilson's 1997 class may be the most valuable yoga class. Over the past 20 years, Lululemon has set off a global fashion revolution that blurs the line between yoga and sporty clothing and general clothing. According to a survey, the proportion of high-income teenagers who are keen on sports and leisure stores such as Lululemon has increased six-fold in the past 10 years. (Strangely, sportswear is becoming more popular among teenagers, while at the same time, the participation of American teenagers in sports has declined significantly.)As a person who does not participate in yoga or spinning classes, I have little interest in sportswear. I am a rather boring guy wearing jeans and a shirt. But for years, I have been thinking about what the rise of competitive sports brands tells. Yoga has existed for thousands of years, and elastic fabrics have existed for decades. How can the combination of the two suddenly burst into flames?Deirdre Clemente, a fashion historian at the University of Nevada Las Vegas, knows it is the result of three long-term trends. First of all, the technological advancement of synthetic fibers makes products such as spandex more advantageous than natural materials. Secondly, modern people's persistence in health appearance makes yoga pants an effective carrier of “conspicuous consumption”. Finally, the fashion and office dress of the yoga studio The blur reflects the long-term decline of American fashion.For Clemente, the history of sportswear did not begin with Lululemon in the late 20th century, but at the end of the 19th century, when the movement changed the way young people wore – both on the sports field and in the classroom.In other words, when I asked Clemente to explain the sudden rise of sportswear, I didn't really know the impact of sportswear on the way Americans wore a long-term process. In fact, it is no exaggeration to say that all modern fashion is linked to sports and leisure clothing.There are two reasons for the change that originated in the late 19th century.In 1892, the American rubber company began to produce shoes with rubber soles, and the target consumers were athletes. Although the popularity of grass sports and tennis has been declining for decades, almost all of the best-selling shoes in the United States today are sports shoes. Like yoga pants, tennis shoes are also a sport that transcends sports.Clemente told me that at the same time as the rubber soles were invented, sports began to rise in American universities. However, because there is not enough financial resources or the willingness to buy non-sportswear, many people can only wear sportswear to go to class.Sportswear first appeared in Europe in the 19th century because they like to hunt or ride horses, but found it difficult to engage in these activities in a suit jacket. Young American students borrowed this style and made some adjustments, sometimes combining sports jackets with unsuitable pants for outdoor sports such as golf.The "polo shirt" was originally called "tennis shirt". In the 1920s, the Frenchman Rene Lacoste was a Grand Slam tennis champion. He was dissatisfied with the typical long-sleeved sportswear of that era. To make it easier to run on the court, he designed a short-sleeved cotton shirt that unlocked the front part of the button and added a pulped collar to protect the players' necks from the sun. This shirt is very popular, and other companies such as Brooks Brothers in the UK have adopted a similar design for polo players. Today, Americans do not hesitate to use the term "polo shirt" to describe a daily dress, whose origins are like "yoga pants" and can be related to sports.Clemente wrote in "Dress Casual" that shorts may be the most popular style in sportswear. Shorts were just sportswear at first, but older people were too disgusted with the clothes. In 1930, a group of newspaper editors at Dartmouth College organized a school-wide shorts protest, calling on men to “enjoy the full freedom of the legs,” and later, by the middle of the century. Shorts are almost everywhere on the streets.Sportswear is equally revolutionary for women. In the past, Europe had to be shackled, East Asia was bound to foot, and a woman’s fashion history was filled with the constraints of male eccentric aesthetics.For most of the 19th century, female athletes wore long skirts on the court and on the court. Bicycles were popular throughout the country in the 1890s. For women, wearing a long skirt that may be entangled in spokes is difficult and dangerous to ride, which has led to a more reasonable appeal to modern life.Fashion companies are gradually offering more "dynamic" clothing to young female athletes, including short skirts with button-down tops. More revolutionary is the separate skirts, pants, and even shorts, which allows women to ride bicycles safely. But even in the 1950s, Clemente found that schools such as Pennsylvania State University tried to limit the time and place to wear women's shorts.The rise of sweatshirts was also related to the campus movement at the end of the 19th century, and it became a popular attire – and cultural critics lamented the popularity of sweatshirts among women. The first modern sportswear (similar to the animal skin that is worn for warmth) is essentially a sweater worn by male athletes of the rowing team or the golf team to sweat and lose weight. On campus, these young men—and soon, young women—may have put on sweaters to show that they are involved in campus sports. However, the sweater is too comfortable, not only limited to sports, so the students began to wear sweaters everywhere. Like the yoga pants of a century later, the use of sweaters is constantly evolving. Initially, it was about sports, but it quickly became an appreciation of an active lifestyle.Not everyone accepts such a change. In 1936, a columnist in Esquire wrote: "Women wear sports shorts and sweatshirts and run and jump in track and field competitions, not only wasting their time, but also wasting us." Still, In the past 80 years, shorts Dacozhave become shorter and tighter, as advances in materials such as synthetic fibers have made the pants more flexible and more comfortable.In the last century, the driving force of Western fashion change was mainly to use clothes designed for an event for other occasions. For decades, Levi Strauss' jeans were mostly worn by men working in factories and farms, but now they are worn by lazy people; watches are invented to keep soldiers punctual during the war, to some extent today. Become a symbol of identity.After talking to Deirdre Clemente, I opened my closet and saw my three polo shirts, four shorts, two jeans, five sweaters, four pairs of tennis shoes and three sports jackets.

Recently, Inter Parfums Inc. (hereinafter referred to as Inter Parfums), a world-renowned perfume manufacturer, announced some core financial data for the third quarter of FY2018. Driven by Coach and Jimmy Choo brand perfume licensing business, net sales increased by 4.5% year-on-year. To $177.2 million. Inter Parfums plans to release full financial data for the third quarter of FY 2018 on November 5.

For the three months ended September 30, 2018, some of the core financial data for Inter Parfums are as follows:

Net sales increased by 4.5% year-on-year to US$177.2 million, compared to US$169.5 million in the same period last year; 5.4% year-on-year growth at constant exchange rates

European sales increased 2.4% year-on-year to $137.8 million, compared to $134.6 million in the same period last year.

US sales increased 12.9% year-on-year to $39.4 million, compared to $34.9 million in the same period last year.

Jean Madar, Chairman and CEO of Inter Parfums, said: “The growth of the US business in the third quarter was due to the addition of the GUESS traditional fragrance collection and the growth of Abercrombie&Fitch and Hollister brand fragrances. With the Anna Sui brand fragrance throughout Asia The popularity of our sales in the region will continue to grow rapidly."

Part of the core financial data for Inter Parfums for the nine months ended September 30, 2018 is as follows:

European sales increased by 11.6% year-on-year to $402.8 million, compared to $361 million in the same period last year.

US sales increased 18.4% year-on-year to $95.5 million, compared to $80.7 million in the same period last year.

Agence France-Presse also disclosed the sales Soufeel Coupons performance of some brands in the third quarter and the first nine months of Inter Parfums:

In the third quarter, Coach brand perfume sales increased by 42% year-on-year to 22.5 million euros; mainly benefited from the continued sales of the Coach men and women signature series (launched in 2016 and 2017 respectively) and the successful launch of the Coach Floral and Coach Platinum series. . In the first nine months of this year, sales of Coach brand fragrances increased by nearly 90% year-on-year.

In the third quarter, Montblanc brand perfume sales fell 15% year-on-year to 26.9 million euros; sales in the first nine months fell 5% year-on-year

In the third quarter, Rochas brand perfume sales decreased by 12.7% year-on-year to 6.9 million euros; sales in the first nine months decreased by 12% year-on-year; the brand is expanding its international footprint and is now selling in 20 countries.

Jean Madar said: “Next we are actively launching more new products, including Montblanc, Jimmy Choo, Lanvin, Coach and Rochas, which will launch new products in Europe, while Dunhill, GUESS and Abercrombie & Fitch will launch new products in the US. ”

Russell Greenberg, executive vice president and chief financial officer of Inter Parfums, said: "Our sales for the full year of FY18 remain unchanged, with net sales expected to remain at $665 million. But diluted net income per share is $1.61. It is our forecast based on the US dollar exchange rate maintained at the current level, so if the exchange rate fluctuates, the final result may change. We will release our latest FY 2019 guidelines on November 12, 2018."

Adidas fans must be familiar with Dirk Schönberger. German-born designer Dirk Schönberger has been a creative director of Adidas since 2010. He has brought together the creative ideas of Raf Simons, Kanye West and other vintage classics of the Stan Smith series of sneakers.

Recently, the designer will leave Adidas and embrace the German luxury brand MCM.

According to the Women's Daily, in an effort to become a brand worth $1 billion, MCM recently appointed Dirk Schönberger as its first global creative officer with immediate effect. Schönberger said in a statement that he will be the key catalyst for MCM product design and brand experience, leading and implementing global innovation strategies to achieve the brand's global expansion.

At the same time, MCM owner and Korean luxury goods group Sungjoo Group also revealed that MCM will establish a design studio for Schönberger in Berlin, Germany, and form a 25-person product design and global marketing and art direction. Design team.

“Every season should have a very focused and clear brand message. As a language of the brand, this specific information will not only be reflected in the product, but also in all areas including retail, e-commerce and social media activities. “Berberger largely reflects Newchic Coupon the brand spirit of MCM: it is subversive. Nowadays, the brand is facing more consumers than younger ones, it should focus more on new technologies and Product Innovation."

To show his design philosophy, Schönberger plans to launch a trailer in the spring of 2019, outlining his vision for the brand and launching his first complete collection in the spring of 2020.

MCM, which hired Schönberger, has its own ambitions to attract young customers from Millennials and Generation Z by improving clothing accessories and expanding the supply of clothing and shoes.

According to industry sources, MCM's sales in 2016 was about 700 million US dollars. According to the latest year's data, the brand's annual sales are expected to reach 1 billion US dollars by 2020. Among them, however, accessories accounted for 80% of the brand's total revenue, and shoes and clothing accounted for only 20%.

MCM, which is heavily “partial”, hopes to rely on Schönberger's experience in the field of footwear and apparel to develop the brand's great potential in these two areas.

“MCM may never reach 50-50 in terms of accessories and footwear, but in the next few years, you will definitely see a major shift,” Schönberger said.

He plans to introduce some of the models in sportswear design into MCM, including more frequent updates. “Every brand needs constant updates, and I learned how to handle short product downtimes at Adidas. For brands like MCM, more frequent updates are also very important.”

At the same time, he also dispelled some consumers' doubts about whether MCM will completely change their face. He said that the brand does have some areas that need to be updated, but there is no radical change. “Consumers will see the difference, but I am not a bulldozer,” Schönberger added. “Like Adidas’s clover logo, I grew up with it, so I won’t prove my own. Change it by role, maybe I will do some new gameplay, but it is not correct for me to change MCM completely, for example, to change its iconic Visetos monogram print."

Born in Germany, Schönberger studied at the ESMOD Fashion School in Munich. He then served as an assistant to designer Dirk Bikkembergs for three years, and launched his men's collection in 1996 and the women's collection in 2002. In 2007, he was appointed creative director of the German brand Joop and subsequently entered Adidas in 2010.

Now, the challenge before Schönberger is more.

MCM's new creative director is Dirk Schönberger of Adidas

Adidas fans must be familiar with Dirk Schönberger. German-born designer Dirk Schönberger has been a creative director of Adidas since 2010. He has brought together the creative ideas of Raf Simons, Kanye West and other vintage classics of the Stan Smith series of sneakers.

Recently, the designer will leave Adidas and embrace the German luxury brand MCM.

According to the Women's Daily, in an effort to become a brand worth $1 billion, MCM recently appointed Dirk Schönberger as its first global creative officer with immediate effect. Schönberger said in a statement that he will be the key catalyst for MCM product design and brand experience, leading and implementing global innovation strategies to achieve the brand's global expansion.

At the same time, MCM owner and Korean luxury goods group Sungjoo Group also revealed that MCM will establish a design studio for Schönberger in Berlin, Germany, and form a 25-person product design and global marketing and art direction. Design team.

“Every season should have a very focused and clear brand message. As a language of the brand, this specific information will not only be reflected in the product, but also in all areas including retail, e-commerce and social media activities. “Berberger largely reflects the brand spirit of MCM: it is subversive. Nowadays, the brand is facing more consumers than younger ones, it should focus more on new technologies and Product Innovation."To show his design philosophy, Schönberger plans to launch a trailer in the spring of 2019, outlining his vision for the brand and launching his first complete collection in the spring of 2020.

MCM, which hired Schönberger, has its own ambitions to attract young customers from Millennials and Generation Z by improving clothing accessories and expanding the supply of clothing and shoes.

According to industry sources, MCM's sales in 2016 was about 700 million US dollars. According to the latest year's data, the brand's annual sales are expected to reach 1 billion US dollars by 2020. Among them, however, accessories accounted for 80% of the brand's total revenue, and shoes and clothing accounted for only 20%. MCM, which is heavily “partial”, hopes to rely on Schönberger's experience in the field of footwear and apparel to develop the brand's great potential in these two areas.

“MCM may never reach 50-50 in terms of accessories and footwear, but in the next few years, you will definitely see a major shift,” Schönberger said.

He plans to introduce some of the models in sportswear design into MCM, including more frequent updates. “Every brand needs constant updates, and I learned how to handle short product downtimes at Adidas. For brands like MCM, more frequent updates are also very important.”

At the same time, he also dispelled some consumers' doubts about whether MCM will completely change their face. He said that the brand does have some areas that need to be updated, but there is no radical change. “Consumers will see the difference, but I am not a bulldozer,” Schönberger added. “Like Adidas’s clover logo, I grew up with it, so I won’t prove my own. Change it by role, maybe I will do some new gameplay, but it is not correct for me to change MCM completely, for example, to change its iconic Visetos monogram print."

Born in Germany, Schönberger studied at the ESMOD Fashion School in Munich. He then served as an assistant to designer Dirk Bikkembergs for three years, and Dacoz launched his men's collection in 1996 and the women's collection in 2002. In 2007, he was appointed creative director of the German brand Joop and subsequently entered Adidas in 2010.

In February of last year, when the line of the classic slim red logo of the Linea Rossa series flashed on the runway, every fan felt the heart beat faster. Nowadays, the Linea Rossa series, inspired by technology and alias Prada Sport, has officially returned. This is also the first time that designer Miuccia Prada has incorporated her latest ready-to-wear collection into the collection. In the mid-2000s, the Linea Rossa series continued to decline in the group and began to focus on glasses and basic Soufeel Coupons models. The rise of streetwear, the popularity of smartphones, and the mix of high-tempo, ready-to-wear and streetwear on Instagram have contributed to the return of the Linea Rossa collection.

This season is the first show of the new Linea Rossa collection in the retail market. As part of the Prada 2018 Fall/Winter collection, the collection will be sold in Prada stores, department stores and online platforms alongside Prada's signature prints and women's handbags. Customers can buy down jackets and other items like neon lights. .

The sense of science and technology is a major selling point of the Linea Rossa series: nanotechnology fabrics can regulate body temperature; the down jacket filler contains graphene; the nylon surface is coated with the world's thinnest membrane structure, and the wear resistance is extremely strong. The series is windproof, waterproof, breathable and attractive.

“The Linea Rossa series is a perfect interpretation of several essential elements of the brand's genes,” co-CEO Patrizio Bertelli told BoF. (He runs the company with his wife Miuccia Prada, whose family founded Prada in 1913 – when it was positioned as a luggage manufacturer.) “Using nylon, a streetwear-like fabric in everyday dress, reflects Prada. Anti-traditional spirit."

Analysts are pleased with the return of the Linea Rossa collection. Many people believe that in the era of sports and leisure, the abandonment of this lower-priced, technology-inspired series is the wrong decision, causing losses to the company. Few brands have the perfect combination of high-tech materials and creativity, and Prada is one of them. The Linea Rossa collection exemplifies this. In addition, for most people, Miuccia Prada's ready-to-wear collection is an unreachable dream, but the lower price of the Linea Rossa collection strengthens Prada's more intimate market positioning than Hermès and Chanel.

In the past, nylon bags contributed 20% of branded bag sales. But after deciding to enter the high-end market, Praa abandoned the original pricing strategy and increased the price of handbags to obtain more lucrative profits. Although Miuccia Prada's fashion show series has been as amazing as ever, the commercial series has failed, and the unremarkable handbag design and the appearance of the shoes have lost interest to consumers. At the same time, cheap luxury brands such as Michael Kors are beginning to eat into market share.

“Product innovation is not enough, so competitors will take their market share,” said Mario Ortelli, managing director of consulting firm Ortelli & Co. Prada's response to digital opportunities is also slow. While luxury brands are developing online sales, Prada is expanding its retail network.

In addition, brands with strong athletic attributes such as Lululemon and Moncler fill the gap left by the Linea Rossa collection. “They ignore the market under their control, and in the context of the increasing urbanization of luxury goods, this is the wrong approach,” said John Guy, an analyst at Mainfirst AG.

Sales bear the brunt. In FY2016, the Prada Group's net sales (including the sister brands Miu Miu and Church’s) were approximately 3.2 billion euros, down 9% year-on-year (at constant exchange rates). (Prada accounts for more than 80% of the Group's total sales.)

But everything is not without a turn. Prada used the film "Gattaca" and tamper-resistant nylon to create a nostalgic style in the 1990s and return to the stage of cultural exchange. Inspired by Miuccia Prada's creativity and genius, Tony Liu and Lindsey Schuyler, the founders of cultural genes, even renamed their Instagram account, which is focused on “counterfeiting,” as “Diet Prada”.

What Prada seems to understand, began to add more nylon products (such as backpacks and purses) and sports and leisure elements to the business series. The Cloudbust "Lao Shoe", which went on sale in 2017, was very popular, and it was a smash hit, but the time to come out seems to be a bit late.

In the first half of FY 2018, the Prada Group achieved sales of 1.5 billion euros, an increase of more than 9% over the same period of the previous year, higher than analysts expected. Sales of the Prada brand also increased by 10%. The overall profit level has also improved.

“Our strategy is clear, and if we implement it steadily, we can leverage the full potential of the global retail network and achieve long-term sustainability, and we are confident,” says Bertelli. “Especially investing in products, brands and retail networks, as well as creativity and enhanced consumer interaction, will lay a solid foundation for our future development.”

The return of the Linea Rossa series is a reflection of this strategy. Although it will certainly be welcomed by fans, the impact of this move on overall performance Newchic Coupon remains to be seen. Nylon is cheaper than leather but much more expensive than in the past. For example, a nylon backpack sold for $570 in 2000 and the lowest price in the season was $990.

Still, the Linea Rossa collection is sure to create more sales than leather and ready-to-wear. “The Linea Rossa collection is very famous,” Guy said. “The gross margin is very high, which is two very powerful advantages.”

Bringing the Linea Rossa collection back to the market may be the smartest move for Prada for a long time, but there is no guarantee that the brand will recover from the recession. Although the brand has introduced more attractive entry-level products, it has paid more attention to the digital strategy than before, but has not yet developed an effective inheritance plan.

Bertelli said in June 2018 that although their 30-year-old son Lorenzo (joining the company in 2017, responsible for digital propaganda work) is still learning, the Prada family "will never sell" the company. "At this juncture, his abilities have not been verified," Guy said. “I am not sure if this is an important step.”

Bertelli told BoF that although Lorenzo had just joined the company a year ago, he has been paying attention to the movements of various departments of the company. (Lorenzo is not directly responsible for the return of the Linea Rossa series, but he helped develop a communication strategy.) "So if he wants, he will be able to take over the company in the future," Bertelli said.

In addition, “understanding the interests and complexities of different consumer groups is the most difficult, especially in the millennial and Z eras,” says Bertelli. But intergenerational change is just one of the increasingly complex manifestations of the luxury market. Today, the globalization and digitization of the luxury market has reached an unprecedented level. Competing with brands behind big group support, such as Gucci and Louis Vuitton, is becoming more difficult.

“Prada is doing everything right now,” Ortelli said. “But sometimes, even if you do everything well, there will be competitors who will surpass you in terms of speed and momentum.”

Prada's key to successIn February of last year, when the line of the classic slim red logo of the Linea Rossa series flashed on the runway, every fan felt the heart beat faster. Nowadays, the Linea Rossa series, inspired by technology and alias Prada Sport, has officially returned. This is also the first time that designer Miuccia Prada has incorporated her latest ready-to-wear collection into the collection. In the mid-2000s, the Linea Rossa series continued to decline in the group and began to focus on glasses and basic models. The rise of streetwear, the popularity of smartphones, and the mix of high-tempo, ready-to-wear and streetwear on Instagram have contributed to the return of the Linea Rossa collection.This season is the first show of the new Linea Rossa collection in the retail market. As part of the Prada 2018 Fall/Winter collection, the collection will be sold in Prada stores, department stores and online platforms alongside Prada's signature prints and women's handbags. Customers can buy down jackets and other items like neon lights. .The sense of science and technology is a major selling point of the Linea Rossa series: nanotechnology fabrics can regulate body temperature; the down jacket filler contains graphene; the nylon surface is coated with the world's thinnest membrane structure, and the wear resistance is extremely strong. The series is windproof, waterproof, breathable and attractive.“The Linea Rossa series is a perfect interpretation of several essential elements of the brand's genes,” co-CEO Patrizio Bertelli told BoF. (He runs the company with his wife Miuccia Prada, whose family founded Prada in 1913 – when it was positioned as a luggage manufacturer.) “Using nylon, a streetwear-like fabric in everyday dress, reflects Prada. Anti-traditional spirit."Analysts are pleased with the return of the Linea Rossa collection. Many people believe that in the era of sports and leisure, the abandonment of this lower-priced, technology-inspired series is the wrong decision, causing losses to the company. Few brands have the perfect combination of high-tech materials and creativity, and Prada is one of them. The Linea Rossa collection exemplifies this. In addition, for most people, Miuccia Prada's ready-to-wear collection is an unreachable dream, but the lower price of the Linea Rossa collection strengthens Prada's more intimate market positioning than Hermès and Chanel.In the past, nylon bags contributed 20% of branded bag sales. But after deciding to enter the high-end market, Praa abandoned the original pricing strategy and increased the price of handbags to obtain more lucrative profits. Although Miuccia Prada's fashion show series has been as amazing as ever, the commercial series has failed, and the unremarkable handbag design and the appearance of the shoes have lost interest to consumers. At the same time, cheap luxury brands such as Michael Kors are beginning to eat into market share.“Product innovation is not enough, so competitors will take their market share,” said Mario Ortelli, managing director of consulting firm Ortelli & Co. Prada's response to digital opportunities is also slow. While luxury brands are developing online sales, Prada is expanding its retail network.In addition, brands with strong athletic attributes such as Lululemon and Moncler fill the gap left by the Linea Rossa collection. “They ignore the market under their control, and in the context of the increasing urbanization of luxury goods, this is the wrong approach,” said John Guy, an analyst at Mainfirst AG.Sales bear the brunt. In FY2016, the Prada Group's net sales (including the sister brands Miu Miu and Church’s) were approximately 3.2 billion euros, down 9% year-on-year (at constant exchange rates). (Prada accounts for more than 80% of the Group's total sales.)But everything is not without a turn. Prada used the film "Gattaca" and tamper-resistant nylon to create a nostalgic style in the 1990s and return to the stage of cultural exchange. Inspired by Miuccia Prada's creativity and genius, Tony Liu and Lindsey Schuyler, the founders of cultural genes, even renamed their Instagram account, which is focused on “counterfeiting,” as “Diet Prada”.What Prada seems to understand, began to add more nylon products (such as backpacks and purses) and sports and leisure elements to the business series. The Cloudbust "Lao Shoe", which went on sale in 2017, was very popular, and it was a smash hit, but the time to come out seems to be a bit late.In the first half of FY 2018, the Prada Group achieved sales of 1.5 billion euros, an increase of more than 9% over the same period of the previous year, higher than analysts expected. Sales of the Prada brand also increased by 10%. The overall profit level has also improved.“Our strategy is clear, and if we implement it steadily, we can leverage the full potential of the global retail network and achieve long-term sustainability, and we are confident,” says Bertelli. “Especially investing in products, brands and retail networks, as well as creativity and enhanced consumer interaction, will lay a solid foundation for our future development.”The return of the Linea Rossa series is a reflection of this strategy. Although it will certainly be welcomed by fans, the impact of this move on overall performance remains to be seen. Nylon is cheaper than leather but much more expensive than in the past. For example, a nylon backpack sold for $570 in 2000 and the lowest price in the season was $990.Still, the Linea Rossa collection is sure to create more sales than leather and ready-to-wear. “The Linea Rossa collection is very famous,” Guy said. “The gross margin is very high, which is two very powerful advantages.”Bringing the Linea Rossa collection back to the market may be the smartest move for Prada for a long time, but there is no guarantee that the brand will recover from the recession. Although the brand has introduced more attractive entry-level products, it has paid more attention to the digital strategy than before, but has not yet developed an effective inheritance plan.Bertelli said in June 2018 that although their 30-year-old son Lorenzo (joining the company in 2017, responsible for digital propaganda work) is still learning, the Prada family "will never sell" the company. "At this juncture, his abilities have not been verified," Guy said. “I am not sure if this is an important step.”Bertelli told BoF that although Lorenzo had just joined the company a year ago, he has been paying attention to the movements of various departments of the company. (Lorenzo is not directly responsible for the return of the Linea Rossa series, but he helped develop a communication strategy.) "So if he wants, he will be able to take over the company in the future," Bertelli said.In addition, “understanding the interests and GeekBuying Coupons complexities of different consumer groups is the most difficult, especially in the millennial and Z eras,” says Bertelli. But intergenerational change is just one of the increasingly complex manifestations of the luxury market. Today, the globalization and digitization of the luxury market has reached an unprecedented level. Competing with brands behind big group support, such as Gucci and Louis Vuitton, is becoming more difficult.“Prada is doing everything right now,” Ortelli said. “But sometimes, even if you do everything well, there will be competitors who will surpass you in terms of speed and momentum.”

No one can make history without stopping. This is Rimowa's latest advertising slogan, and it is now one of the world's largest luxury goods group LVMH revolution.

Rimowa recently announced the signing of tennis star Federer as the brand ambassador, and invited Virgil Abloh, supermodel Adwoa Aboah, Dior Homme new jewelry Soufeel Coupons designer Yoon Ahn and world famous chef Nobu Matsuhisa to shoot the first commercial in the 120 years of the brand "No One Builds". a Legacy by Standing Still”.

It is worth noting that for this commercial, the brand announced that it will use the "non-paid print policy" method, except for starting in an unnamed newspaper, not in any paper publication. On the promotion, the advertisements will only be placed on online media, video websites, theaters and other channels. This is the first luxury brand of LVMH to make such bold moves. Whether the other luxury brands under the group are following the industry's extensive attention.

Supermodel Adwoa Aboah participated in the first commercial of Rimowa in 120 years "No One Builds a Legacy by Standing Still"

Nearly radical marketing strategy confirmed that Rimowa, which was acquired by LVMH, is becoming a test field for the group's youth reform.

In October 2016, LVMH announced the acquisition of 80% of Rimowa for 640 million euros, and then accelerated to young consumers under the leadership of the group's chairman Bernard Arnault Alexandre Arnault.

The picture shows the new brand logo of Rimowa

In February of this year, Alexandre Arnault promoted the replacement of the Rimowa brand logo, turning the font into a sans serif font, making it visually fresher and more vibrant. The new logo was officially launched in January this year. Since last year, Rimowa has been innovating with the brand Supreme, Off-White, and the luxury brand Fendi, constantly creating a sense of fashion and creating hot spots to attract the attention of young people.

Since Alexandre Arnault took over Rimowa, the brand has become more and more important to the online market, which is closely related to Alexandre Arnault's own digital marketing background. He played a key role in the launch of the LVMH e-commerce platform 24Sèvres. In June of this year, LVMH also appointed the eldest son Antoine Arnault as the group's propaganda and image leader, responsible for overseeing the promotion of the group's luxury brands on social media.

The picture shows the Rimowa x Off-White limited suitcase

In fact, Rimowa's rejuvenation initiatives are also highly consistent with LVMH's overall strategy. In terms of marketing, LVMH is constantly reducing the advertising of traditional fashion magazines.

According to AMM's annual report, LVMH, which has more than 60 luxury brands, cut its advertising spending last year by $15.2 million to $216.3 million, and magazine advertising revenues of the world's 50 largest advertisers fell from $6.5 billion in 2016. The $6.1 billion means that the magazine industry lost at least $400 million in revenue last year. According to advertising procurement company Magna Global, until 2021, global magazine newspaper advertising spending will shrink by 8% per year.

Also reducing the magazine’s advertising expenses is the Estée Lauder Group, which has reduced its beauty giant by $46.3 million to $95.3 million; Gucci’s parent company, Kaiyun Group, cut $7.5 million to $97.2 million; in 2017, it reported its first earnings report and revenue of 9.62 billion. The dollar's Chanel has cut $7.8 million to $67.4 million; Amazon, the ambitious e-commerce giant in the fashion industry, has cut nearly half of the magazine's advertising budget, cutting $37.6 million to $44.3 million.

The eldest son Antoine Arnault (left), Bernard Arnault (middle), the second son Alexandre Arnault (right)

As the parent company of magazines such as Vogue and Vanity Fair, Condé Nast lost more than $120 million last year and is intensively adjusting and reforming within the group. At present, although the Group's online business has begun to obtain considerable income, it still cannot make up for the loss of paper media. After closing the "Details", "Self" and "Teen Vogue" papers, after 80 job cuts last year, Condé Nast executives said recently that the group would seek to sell "Brides", "Golf Digest" and the recommendations of the Boston Consulting Group. Three magazines of "W". To save costs, Condé Nast will also lease at least 6 of its 26 floors in the World Trade Center office.

The domestic fashion publishing group is also not optimistic, making it harder and harder to make money. The "Huizhou FEMINA" under the Hearst China Group officially ceased publication in January last year. The Bund Pictorial earlier shut down the printing magazine to fully transform new media. Since 2016, including the new vision of Hyundai Communications, Magazines such as Bazaar Art, Ruili Fashion Pioneer and Self Yue have also ceased publication.

According to the fashion headline data, in the first half of this year, the "Weekly Pictorial" parent company Hyundai Communications Group's revenue increased by 13.8% year-on-year to 194 million yuan, but still recorded a net loss of 31.405 million yuan. According to public data, the profitability of modern communication has been declining for many years. In 2014, the profit was 37.79 million yuan. In 2015, the profit was 20.92 million yuan. In 2016, it plummeted to only 3 million yuan. Last year, it recorded a loss of nearly 40 million yuan. (Extended reading: "Weekly Pictorial" parent company lost 31 million in the first half of the year)

The online market is now the most important and promising growth engine for the fashion industry. According to McKinsey's forecast, online sales of luxury brands will reach $81 billion in 2025 and are expected to account for 18% to 20% of total brand revenue. In order to promote the expansion of the online market, the most direct way is naturally not through the use of paper media, but through more online market, more digital influence of fashion bloggers and social media.

Internet platforms such as social media and video sites have also become the new favorite of luxury brands. As the social media ecosystem becomes more diverse, luxury brand retailing tends to be vertical, and the chain of user conversions is constantly being shortened. Social media such as Facebook and Instagram are called more and more frequent advertisements for luxury brands. In China, WeChat, which has 1 billion monthly active users, plays the same role.

As young people become the mainstay of luxury consumption, the logic of luxury advertising becomes where young people are and where advertising targets are.

In the past year, Estée Lauder has been released in the WeChat circle for up to 18 times, of which about one-third is new. According to Tencent's index data, more than 90% of the head beauty brand's online voice comes from social media, and young consumers who grow up with social media are more likely to touch the brand in their familiar scenes. (Extended reading: Where Newchic Coupon are the ads for luxury brands going?)

In addition, fashion influencers have moved from the edge to the center, given that influence has become a hard currency in the online market. The new darling of these luxury brands has been given a simpler and more direct name for "Opinion Influencers" in the past two years. In the Chinese market, people are used to calling it KOL (Key Opinion Leader) or net red.

According to the British "Financial Times" report, Greg Paull, head of the global marketing consulting firm Shengsan Management Consulting R3, said that China's key opinion leader KOL has taken the lead in other countries around the world and is the first to become a real media carrier. In China, KOL marketing is gradually replacing traditional marketing methods such as TV and print media advertising.

At first, luxury brands only added KOL marketing as a icing on the cake, and nowadays it has become a mainstream trend. In July of this year, Dior conducted a large-scale KOL marketing to promote the latest saddle bags on social media worldwide. According to incomplete statistics, at least 20 KOLs released saddle bag photos on social media on the day of the saddle bag sale on July 19th, which immediately increased the popularity and spread of the handbag under the influence of the scale effect.

Relying on KOL marketing, Dior has also become the big winner of the recent fashion blogger Chiara Ferragni wedding. According to LaunchMetrics data testing, from August 31st to September 3rd, fashion blogger Chiara Ferragni three days after the wedding and wedding day, the topic tag #TheFerragnez on Instagram was awarded $36 million. Media Impact Value (MIV) and triggered 67 million interactions. Among them, the Dior wedding dress and dress she chose generated more than $5.2 million in audience media influence and 5.6 million interactions.

The influence of Chiara Ferragni's personal postings accounts for 31% of Dior's global MIV. 41% of brand-acquired MIVs come from online resources, while 59% come directly from social media platforms. Some analysts said that Chiara Ferragni's exposure to Dior or Dior saved $2,200,000 in digital media ad placement costs. It is worth noting that the media influence of Dior's audience is higher than that of the dress brand Givenchy when the British Princess Meghan Markle was married.

Although the actual ROI of KOL marketing still lacks reliable data support, KOL's influence on brand sales is more easily quantified than traditional magazines. The Chinese fashion blogger KOL list released by the latest report of BNP Paribas this year has increased the WeChat conversion index in addition to the number of Weibo fans. In terms of WeChat conversion rate, Rebecca became the fashion blogger who most influenced the fans to buy products, followed by gogoboi and Mr. Bao.

According to the "2018 China Network Red Economy Development Insight Report" jointly released by Ai Rui and Weibo, as of May 2018, the total number of domestic fashion KOL fans reached 588 million, a year-on-year increase of 25%, including 53.9% of the fan age. Focus on under 25 years of age. At present, 61% of users on Weibo are also concentrated in this age group, becoming the main crowd of fashion bloggers.

The report also found that 95% of fashion bloggers have received higher education, and 14.6% of fashion bloggers have master's degrees or above. The improvement of the comprehensive quality of fashion bloggers has promoted the continuous improvement of content quality. According to Mediakix, a fashion blogger's marketing ability consulting organization, the annual global fashion blogger marketing volume has reached 1 billion US dollars.

Monocle founder Tyler Brûlé once said that the boundaries of the Internet have been very vague, and many people say that this is not important, because magazines need to survive anyway, but if you start to lose the trust of the core readers, your position will be insured.

Now, the tradition of the fashion industry has been broken, and strengthening digital marketing has become a business strategy for the brand. For luxury brands, social media that pays more attention to user thinking is increasingly about consumers' choices.

LVMH reduced paper fashion magazine advertising

No one can make history without stopping. This is Rimowa's latest advertising slogan, and it is now one of the world's largest luxury goods group LVMH revolution.

Rimowa recently announced the signing of tennis star Federer as the brand ambassador, and invited Virgil Abloh, supermodel Adwoa Aboah, Dior Homme new jewelry designer Yoon Ahn and world famous chef Nobu Matsuhisa to shoot the first commercial in the 120 years of the brand "No One Builds". a Legacy by Standing Still”.

It is worth noting that for this commercial, the brand announced that it will use the "non-paid print policy" method, except for starting in an unnamed newspaper, not in any paper publication. On the promotion, the advertisements will only be placed on online media, video websites, theaters and other channels. This is the first luxury brand of LVMH to make such bold moves. Whether the other luxury brands under the group are following the industry's extensive attention.

Supermodel Adwoa Aboah participated in the first commercial of Rimowa in 120 years "No One Builds a Legacy by Standing Still"

Nearly radical marketing strategy confirmed that Rimowa, which was acquired by LVMH, is becoming a test field for the group's youth reform.

In October 2016, LVMH announced the acquisition of 80% of Rimowa for 640 million euros, and then accelerated to young consumers under the leadership of the group's chairman Bernard Arnault Alexandre Arnault.The picture shows the new brand logo of Rimowa

In February of this year, Alexandre Arnault promoted the replacement of the Rimowa brand logo, turning the font into a sans serif font, making it visually fresher and more vibrant. The new logo was officially launched in January this year. Since last year, Rimowa has been innovating with the brand Supreme, Off-White, and the luxury brand Fendi, constantly creating a sense of fashion and creating hot spots to attract the attention of young people.

Since Alexandre Arnault took over Rimowa, the brand has become more and more important to the online market, which is closely related to Alexandre Arnault's own digital marketing background. He played a key role in the launch of the LVMH e-commerce platform 24Sèvres. In June of this year, LVMH also appointed the eldest son Antoine Arnault as the group's propaganda and image leader, responsible for overseeing the promotion of the group's luxury brands on social media.

The picture shows the Rimowa x Off-White limited suitcase

In fact, Rimowa's rejuvenation initiatives are also highly consistent with LVMH's overall strategy. In terms of marketing, LVMH is constantly reducing the advertising of traditional fashion magazines.

According to AMM's annual report, LVMH, which has more than 60 luxury brands, cut its advertising spending last year by $15.2 million to $216.3 million, and magazine advertising revenues of the world's 50 largest advertisers fell from $6.5 billion in 2016. The $6.1 billion means that the magazine industry lost at least $400 million in revenue last year. According to advertising procurement company Magna Global, until 2021, global magazine newspaper advertising spending will shrink by 8% per year.

Also reducing the magazine’s advertising expenses is the Estée Lauder Group, which has reduced its beauty giant by $46.3 million to $95.3 million; Gucci’s parent company, Kaiyun Group, cut $7.5 million to $97.2 million; in 2017, it reported its first earnings report and revenue of 9.62 billion. The dollar's Chanel has cut $7.8 million to $67.4 million; Amazon, the ambitious e-commerce giant in the fashion industry, has cut nearly half of the magazine's advertising budget, cutting $37.6 million to $44.3 million.

The eldest son Antoine Arnault (left), Bernard Arnault (middle), the second son Alexandre Arnault (right)As the parent company of magazines such as Vogue and Vanity Fair, Condé Nast lost more than $120 million last year and is intensively adjusting and reforming within the group. At present, although the Group's online business has begun to obtain considerable income, it still cannot make up for the loss of paper media. After closing the "Details", "Self" and "Teen Vogue" papers, after 80 job cuts last year, Condé Nast executives said recently that the group would seek to sell "Brides", "Golf Digest" and the recommendations of the Boston Consulting Group. Three magazines of "W". To save costs, Condé Nast will also lease at least 6 of its 26 floors in the World Trade Center office.

The domestic fashion publishing group is also not optimistic, making it harder and harder to make money. The "Huizhou FEMINA" under the Hearst China Group officially ceased publication in January last year. The Bund Pictorial earlier shut down the printing magazine to fully transform new media. Since 2016, including the new vision of Hyundai Communications, Magazines such as Bazaar Art, Ruili Fashion Pioneer and Self Yue have also ceased publication.

According to the fashion headline data, in the first half of this year, the "Weekly Pictorial" parent company Hyundai Communications Group's revenue increased by 13.8% year-on-year to 194 million yuan, but still recorded a net loss of 31.405 million yuan. According to public data, the profitability of modern communication has been declining for many years. In 2014, the profit was 37.79 million yuan. In 2015, the profit was 20.92 million yuan. In 2016, it plummeted to only 3 million yuan. Last year, it recorded a loss of nearly 40 million yuan. (Extended reading: "Weekly Pictorial" parent company lost 31 million in the first half of the year)Obviously, luxury brands have drastically cut magazine advertising budgets, not to reduce group spending, apparently spending money elsewhere.

The online market is now the most important and promising growth engine for the fashion industry. According to McKinsey's forecast, online sales of luxury brands will reach $81 billion in 2025 and are expected to account for 18% to 20% of total brand revenue. In order to promote the expansion of the online market, the most direct way is naturally not through the use of paper media, but through more online market, more digital influence of fashion bloggers and social media.

Internet platforms such as social media and video sites have also become the new favorite of luxury brands. As the social media ecosystem becomes more diverse, luxury brand retailing tends to be vertical, and the chain of user conversions is constantly being shortened. Social media such as Facebook and Instagram are called more and more frequent advertisements for luxury brands. In China, WeChat, which has 1 billion monthly active users, plays the same role.

As young people become the mainstay of luxury consumption, the logic of luxury advertising becomes where young people are and where advertising targets are.

In the past year, Estée Lauder has been released in the WeChat circle for up to 18 times, of which about one-third is new. According to Tencent's index data, more than 90% of the head beauty brand's online voice comes from social media, and young consumers who grow up with social media are more likely to touch the brand in their familiar scenes. (Extended reading: Where are the ads for luxury brands going?)

In addition, fashion influencers have moved from the edge to the center, given that influence has become a hard currency in the online market. The new darling of these luxury brands has been given a simpler and more direct name for "Opinion Influencers" in the past two years. In the Chinese market, people are used to calling it KOL (Key Opinion Leader) or net red.

According to the British "Financial Times" report, Greg Paull, head of the global marketing consulting firm Shengsan Management Consulting R3, said that China's key opinion leader KOL has taken the lead in other countries around the world and is the first to become a real media carrier. In China, KOL marketing is gradually replacing traditional marketing methods such as TV and print media advertising.

At first, luxury brands only added KOL marketing as a icing on the cake, and nowadays it has become a mainstream trend. In July of this year, Dior conducted a large-scale KOL marketing to promote the latest saddle bags on social media worldwide. According to incomplete statistics, at least 20 KOLs released saddle bag photos on social media on the day of the saddle bag sale on July 19th, which immediately increased the popularity and spread of the handbag under the influence of the scale effect.

Relying on KOL marketing, Dior has also become the big winner of the recent fashion blogger Chiara Ferragni wedding. According to LaunchMetrics data testing, from August 31st to September 3rd, fashion blogger Chiara Ferragni three days after the wedding and wedding day, the topic tag #TheFerragnez on Instagram was awarded $36 million. Media Impact Value (MIV) and triggered 67 million interactions. Among them, the Dior wedding dress and dress she chose generated more than $5.2 million in audience media influence and 5.6 million interactions.The influence of Chiara Ferragni's personal postings accounts for 31% of Dior's global MIV. 41% of brand-acquired MIVs come from online resources, while 59% come directly from social media platforms. Some analysts said that Chiara Ferragni's exposure to Dior or Dior saved $2,200,000 in digital media ad placement costs. It is worth noting that the media influence of Dior's audience is higher than that of the dress brand Givenchy when the British Princess Meghan Markle was married.

Although the actual ROI of KOL marketing still lacks reliable data support, KOL's influence on brand sales is more easily quantified than traditional magazines. The Chinese fashion blogger KOL list released by the latest report of BNP Paribas this year has increased the WeChat conversion index in addition to the number of Weibo fans. In terms of WeChat conversion rate, Rebecca became the fashion blogger who most influenced the fans to buy products, followed by gogoboi and Mr. Bao.

According to the "2018 China Network Red Economy Development Insight Report" jointly released by Ai Rui and Weibo, as of May 2018, the total number of domestic fashion KOL fans reached 588 million, a year-on-year increase of 25%, including 53.9% of the fan age. Focus on under 25 years of age. At present, 61% of users on Weibo are also concentrated in this age group, becoming the main crowd of fashion bloggers.

The report also found that 95% of fashion bloggers have received higher education, and 14.6% of fashion bloggers have master's degrees or above. The improvement of the comprehensive quality of fashion bloggers has promoted the continuous improvement of content quality. According to Mediakix, a fashion blogger's marketing ability consulting organization, the annual global fashion blogger marketing volume has reached 1 billion US dollars.

Monocle founder Tyler Brûlé once said that the boundaries of the Internet have been very vague, and many people say that this is not important, because GeekBuying Coupons magazines need to survive anyway, but if you start to lose the trust of the core readers, your position will be insured.

Now, the tradition of the fashion industry has been broken, and strengthening digital marketing has become a business strategy for the brand. For luxury brands, social media that pays more attention to user thinking is increasingly about consumers' choices.